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The Development Of A Social Media Strategy For The Wilkes-Barre Scranton Knights, Natalie Ritter
The Development Of A Social Media Strategy For The Wilkes-Barre Scranton Knights, Natalie Ritter
Senior Honors Theses
In this thesis, an examination is conducted on the design, development, process, and execution of a social media strategy for the Wilkes-Barre Scranton Knights, a junior hockey team composed of 16-20 year old players based in Scranton, Pennsylvania. The strategy takes into consideration not only the extraordinary role that social media can play in the success of a team’s overall development and marketing plan, but also the team’s specific mission and objectives as well as the intricacies that come with media within the sports industry. An in-depth literature review discusses the importance of a social media strategy and how an …
Esg To Brand Equity: Stake Holders, Social Media & Signaling., Sowmdeb Sen
Esg To Brand Equity: Stake Holders, Social Media & Signaling., Sowmdeb Sen
Association of Marketing Theory and Practice Proceedings 2024
The value of the companies increasingly consists largely of intangible values such as brand equity. Intangible decisions like involvement in ESG present a considerable opportunity for different stakeholders to impact brand equity. Signaling theory suggests that firms use signals to overcome information asymmetry (Karanges et al, 2018; Grinblatt et al,1998) when firms signal achievements and ESG. How do stakeholders share and signal ESG information and achievements in social media to drive brand equity? The author argues that CEO characteristics and investor base shape the firm’s social media ESG-brand management strategy in driving brand equity.